Derek Halpern claims he’s found the “perfect blog post”. Halpern says the ideal blog post contains nine essential elements. His conclusions are based on research into psychological factors, conversion optimization, and typographical preferences.
The Perfect Blog Post in 9 Parts
- A headline that grabs attention;
- A compelling opening in the first 3-4 lines;
- A “half-width” image (actually 33%) aligned to the right, reducing line length for readability;
- A big promise in the form of a benefit in the first sub-headline;
- Triggering emotion in your first piece of content;
- A clickable tweet;
- A big promise in the form of a how-to in the second sub-headline;
- Next is content that contains useful and easy to implement advice;
- A call to action at the close.
Check out the format in this full page image of the “perfect blog post.”
What do you think? Do you write your blog posts to conform to an “ideal” model? I’m half in and half out, myself.
The Problem with the Perfect Blog Post
Yes, captivate your audience from the get-go. Isn’t that wise in any genre, not just blogging? A spellbinding cadence will always separate the exceptional writer from the pack. And, give your best, not only at the beginning of a post, but throughout the piece.
Is the half-width image necessary? Many successful bloggers – like Leo Babauta and Seth Godin – do not use images at all. I myself prefer left-aligned images at the start of a blog post over the recommend right-aligned “must”. I’m left-handed.
You see, there are always exceptions to the “rules”. So you might consider, are you trying to reach the rule followers or the rule breakers?
The idea that a clickable tweet is crucial to the flawless blog post makes me want to gag. Admittedly, we’re all self-marketing to a degree, but blatant self-promotion inspires me to click away faster than the speed of light.
Like me, as you read through Halpern’s structure for the perfect blog post, chances are some aspects will resonate and others won’t.
So can a formula like Halpern’s help you construct the quintessential blog post?
Having studied with exceptional bloggers like Leo Babauta and Mary Jaksch, I know there’s a craft to blogging. It pays to apprentice and learn from the best. Reading and learning from articles like this one on the “perfect blog post” can inform your blogging style.
However, following a template too rigidly can mar your authenticity from the standpoint of readers and endanger the emergence of your true voice. Readers aren’t stupid. While some may initially be captured by psychological tactics, in the end, they may also feel bamboozled.
The Invisible Qualities that Magnetize Serious Blog Readers
Far beyond the structure of a perfect blog post, there’s an energy that emanates from between the lines. I believe it’s these invisible qualities that magnetize genuinely interested readers and create the basis for real human connection. Consider how you respond to:
- Authenticity over strategy;
- Heart over theory;
- Authentic message over regurgitation;
- A genuine wish to help over conversion obsession;
- Flow over artificial structure.
These virtues add up to a genuine voice that cares.
Halpern’s article on the perfect blog post brings up important questions for me. How much do I want to use psychological tactics to manipulate the reader for the sake of conversion? How meaningful and long lasting is this form of rapid conversion? I’m sure I’m not the only one who’s signed up to get the free ebook only to unsubscribe the next day.
Seth Godin says he does “it” (blogging) wrong relentlessly. He says he blogs incorrectly on purpose. Godin’s advice:
“The interesting lesson: One way to work the system is to work the system. The other way is to refuse to work it.”
That might simply be another strategy. A way to stand out from the crowd. But it does point to the fact that there is no single formula for the perfect blog post. There is no single way to get ahead in the blogosphere. Carve your own path.
What do you think constitutes the “perfect blog post”? Do you follow a model when you write a post? Do you think it’s ethical to ues psychological tactics to win readers? How far do you go?
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{ 17 comments… read them below or add one }
Interesting, Sandra. I’ve read Derek’s “perfect blog post” post. Some of those elements, and following a template might work for business blogs – as they have specific goals and must achieve their ROI, which means they would have their measurement parameters set accordingly.
Personally, I am usually a little shy about self-promo. I will promote my friends until the cows (and all those others) come home, but find it hard to be pushy. Strangely, before I became a work at home Mom, I had a corporate sales/ training job – and even then, never believed in hardsell.
So – I think, the important thing is to know one’s audience to some extent and continue to be original as well as faithful to one’s own writing style. There’s a reason why people like a particular blogger. I know it is not easy to please everyone, but I also don’t think it is mandatory to have a “take-away” with every post. I know amazingly popular bloggers who just write about their lives, albeit in a humorous way. No structure there. Yet their followers wait eagerly for the next post.
Incidentally, I think the clickable tweet is a good idea, especially if it is worth tweeting. I usually do that to promote friends’ posts /quotes and quotes I am impressed with.
You’re spot on with beginning with a left-aligned image, though. Supposed to make the post easier to read.
Sometimes I think it is nice to experiment with one rule, not a bunch of them.
Cheers! I enjoyed this post!
Vidya,
You’ve offered several important perspectives here, which illustrate your valuable experience as a writer and in the business world. I think you are right that Derek’s template might work for some business blogs. Your advice about understanding your audience is very important.
At the same time, I appreciate your point about there being a reason why people like a particular blogger. I really think it often comes down to some sort of invisible juice related to some of the qualities I highlighted. This may even be crucial in some higher level business blogging because often in business it’s personalities that stand out.
I understand you feelings of shyness when it comes to self-promotion! Thanks for giving me a different take on the clickable tweet. I will ruminate on that. Generally, I find they interrupt the flow of an article, but I will check them out in your articles with an open mind!
Thanks for this very helpful input.
Hi Sandra,
I love that you’ve taken on the “perfect blog post” as a place to explore truly effective writing. As Seth Godin states – and you beautifully expand – it is so true that some of us will be attracted to those going against the norm. I know for me, I start to see the formula playing out over and over and it feels boring. It can interfere with my enjoyment of great writing. It is refreshing when someone does it well and different. I have to restate, though – when I see it done different, I do have a bit higher bar. It needs to be done “well and different.” I want to trust that they knew what they were doing (if not exactly strategically, emotionally – with care.)
I particularly love your list of qualities that magnetize readers. I find that I want a bit of both of the qualities you list on each line, though I want nothing to do with the latter if there is no presence of the former.
Thanks for a great post!
Hi Michele,
You’ve added such lucid points. I agree that seeing the formula playing out again and again becomes boring. I also appreciate a fresh approach and unique voice in writing. I think you are right, we need qualities on both sides of the fulcrum! Intelligent balance is key. I enjoyed your contribution immensely! Thank you.
Hi Sandra, This post was great in that in presented several ideas in terms of best blogging practices. For me, the more time I spend researching the best way to do something, the less time I have to do the things I want to do.
I generally don’t care about SEO and never want to manipulate or trick someone into working with me or following my advice. Instead, I aim to work with people that are genuinely interested and I write for them, not robots.
I do think there is something to be said for an easily digestible post, but all the rest is just a big distraction for me.
I refuse to work it.
Hi Courtney,
I’m coming to see how you are riveted, in a positive way, on using your time well. That inspires me and it’s a talent I would like to learn. I also appreciate your clarity on drawing in people who are genuinely interested rather than tricking people to sign up. That’s a good point about creating an easily digestible post. I think this is where learning the craft of blogging comes into play. Thanks so much for adding your seasoned wisdom.
Hi Sandra, if you’re blogging strictly for business, some of those tips make sense. And it just makes sense there’s tips and some strategy when I wouldn’t really know what a perfect post is otherwise, other than it being well received by your community, well shared and commented upon. If that formula work – great.
Otherwise, for more creative-types, non-business bloggers, maybe alternative methods or whatever strategy works for you is a better way to go. Maybe starting with that formula as a template but building up from the template is one idea.
Hi Vishnu,
Yes, I agree that some of those tips make sense. I just don’t buy into one formula for a perfect blog post. I agree that beginner bloggers need some guidance to get off the ground. You’re right, this formula might work if you are selling widgets or how to get rich blogging. Most of us are in business though, including Leo and Seth, and they illustrate that there are other ways to do business and write blog posts. I’m sure the formula does work in one sense; that’s why it’s out there! Thanks for sharing your opinions. I really appreciate your sense of open-mindedness!
Hi Sandra
I love this post and my immediate reaction was oh another formula and I like to use full width images. I resonate with your being authentic, heart felt style although like Vidya I like the idea of the clickable tweet as I would love to get my story out to a wider audience now I am deciding to come out and share more.
Thanks for getting me thinking as i get back into blogging
Hi Suzie,
Yes, isn’t that how we all start to feel about the formulas! I love your paintings and they make beautiful full-width photos. That’s a good point about the clickable tweet. It reminds me to be more open minded! Thanks for that helpful pinch.
Hi Sandra — I like the approach to blogging you outline here, and I think it actually looks at what our motivations for blogging are, which is something usually overlooked by the “tips and tricks” literature. My own experience is that I write, and communicate in other forms, in order to be “seen” — for who I actually am, beneath the veneer, to be understood. Being popular, for me, can only be useful as a means to that end, and so it wouldn’t make sense to express less fully in the name of popularity.
Hi Chris,
Motivation determines the impact of our words and actions. It’s so important to cultivate the best motivation from the outset. I agree with you fully that motivation is an important factor to understand in blogging. I see that authenticity is very important to you and it’s a quality that I admire greatly. It just wouldn’t make sense to sacrifice that for tips and tricks!
Hi Sandra,
I thoroughly enjoyed your perspective and actually felt relieved in knowing it doesn’t have to be so formulaic. I had listened to Derek’s webinar on this topic and found it very interesting; thanks for taking some pressure off and making it feel like a more creative and personal process!
Diane,
I’m so happy to know that my article gave you a sense of relief! I think it’s can be helpful to take Derek’s formula into account, but the blogosphere would be a very boring place if everyone presented their blog posts in an identical way. Good luck on your blogging journey!
“The idea that a clickable tweet is crucial to the flawless blog post makes me want to gag.” I think humor is a great quality, too. I laughed when I read this line because I am not a tweeter. I have nothing against it; I am just behind the tech curve. Personally, I like your list of qualities more than the strategic list. If I look at your list, then I would say that there is such a thing as a perfect blog post–you write them all the time! I enjoyed this article and the thoughtful comments as well.
Hi Galen,
I’m glad that line made you laugh. I enjoy being a little outrageous sometimes, but I know it can sound judgmental too. I think you are right, there are lot of “perfect” blog post our there written by authentic bloggers and I enjoy reading them all the time. You are among my favorites.
Hello Sandra,
I think this was a very clever idea for a post as it attracts readers just by the nature of the title itself.
Two things come to my mind: I think it all depends on what is one’s purpose for blogging. Rules would apply to very goal orientated people, with a business interest through blogging, seeing it as a business tool rather than a self-creative means of expression about a specific or general interest, hobby, topic etc
I’m personally a “free thinker” who does not like to go by the rules. Too many formulas, strategies and references to other people (Authors, Bloggers etc) will deminish the very essence of what makes a Blog post a good one. All of that puts me off. But that’s me.
The best bit is: the Invisible Qualities, as you perfectly mentioned.
That is, the spontaniety, the energy and engagement throughout the piece of writing, the humour, the unexpected storytales about a mundane occurance in the middle of something more or less profound, etc etc… that is what makes a blog post a good one, together with a provocative headline/title and a wow! image on the right hand side to accompany the post. This is my feeling about it.
Writing for personal pleasure and as the flow goes is always more interesting that by the book.
All the best to you dear Writer